#2 The 8 Critical Components of a “Successful” Direct Mailing Campaign

Here’s the second lesson on the 8 critical components of a “successful” direct mailing campaign.

Lesson #2:

Clean, legible, well crafted copy…

It’s NOT the amount of words that really matter; they need to be the “right words.” Of course, the letter copy needs to be long enough to convey the entire message, but the “right words” are what will get the response you’re looking for.

What are the “right words?”

They are words that let the prospect know that you understand and empathize with their problem, concerns, emotions and needs. (Try and put “yourself” in their position.) If you have a difficult time doing that, you probably won’t get to far with your letter.

Highlight and explain the actual “benefits” of your service. if you don’t specifically tell them what the benefit is to them, why should they care about it? That’s what you have to ask yourself when you write the letter… “Why should they care?”

Take the time to do several re-writes until the copy will grab the reader’s attention.